Depth good article | how far are we from "cult coffee"?

How many times have you heard these inexplicable arguments?

"individual coffee is more advanced, and espresso is out of date."

"for those who practice flower drawing every day, do you understand the extraction study?"

"siphon is the quintessence. You are too superficial in cooking European and American pies."

Whenever I see a similar argument, there is always a feeling that the person standing on the opposite side is either a like-minded friend or an enemy of monsters. "

In a brewing class, a teacher told the students that fragrance is not allowed in the coffee grounds you have finished, and if so, your extraction is not complete. Looking at the innocent eyes of seeking knowledge, I don't know what to say.

Goodbye, cult Coffee.

"what I taught you is the right track, and what other people do is evil."

The interesting thing about coffee lies in its rich sensory experience, mobilizing the sense of sight, smell and taste to complete our judgment of a cup of coffee, so the world of coffee is subjective, although the industry has done a lot of data guidance, from extraction to tasting, however, these expertise still exists only at the tip of the pyramid of consumers.

If there are too many subjective things, it is easy to be attracted by the psychology of evil cults, and they will choose "the words of one family" to meet with their friends.

Fanatical worship of church leaders has become common, and the brainwashing tools they have learned somewhere have worked well on all believers. Just like sharing a medium baked bean of Mantenin with others, it was despised by believers for a long time, and finally asked the result that Mantenin, who had no bitter taste of mud, was not Mantenin in their view, and believed it.

Although some training mechanisms have played a positive role in the coffee industry, the certification of the good and the bad has also cast a trace of evil on the industry. Getting a driver's license may also be a road killer, let alone telling pedestrians what to do on the road.

"Don't read xxxxx books, don't listen to xxxxx, don't read messages on the Internet, they're all unreliable."

Thanks to the popularity of coffee information on the Internet, without analyzing the authenticity for the time being, at least we have heard different voices. Five or six years ago, we could only find information silently through domestic minority forums and foreign websites. (when the first Korean roaster was purchased six years ago, domestic dealers could only tell them where the switch was. As for how to bake beans, feel for themselves.)

Similar information gaps still exist in large numbers. When a store was sold, the young shopkeeper told me that the equipment was sold by a "professional friend", while the "professional friend" earned more than 40,000 yuan from the price difference of this 60,000 yuan equipment.

The huge profits brought by information asymmetry are only temporary, the virtuous circle of the industry needs every chain, and the evil wealth of the small circle will eventually dissipate with the popularization of information.

Someone will always tell you, "if the coffee is extremely extreme and professional, business will be good."

When it comes to words, you may shake your head and say you don't believe it, but when you encounter business bottlenecks, you always think so.

McDonald's promotional film, which has been sprayed many times some time ago, has been warned at the end of the article. Many people may say that what we make is "slow coffee" and McDonald's "fast coffee" culture is not the same thing.

The market is the smartest thing, and consumer buying is the final answer.

When customers are concerned that the Internet speed in the store is not fast enough, you are still working on a micro-batch coffee extraction scheme, but this is a reversal of importance. Or when the local coffee culture is not yet popular, we must sell a single product of NT $40 to NT $50 to consumers.

If you open a shop for self-entertainment, then everyone will return the smile of "as long as you are happy".

Sharing coffee is an extremely happy thing, whenever there are approachable competitions, exhibitions, salons, it is always happy, which means that more consumers can come into contact with the coffee itself.

In addition, those fast-selling coffee brands integrate more people into the world of coffee, and while some practitioners tell them what to do, they also need to reflect. Perhaps they have jumped away from the cult itself and brought real happiness to the public to enjoy coffee.